Saffolalife wants you to #StandUpForYourHeart in its new campaign

The ad campaign has been conceptualised by McCann Worldgroup, IndiaETBrandEquity | September 30, 2017, 08:19 IST

Saffolalife, an initiative that has championed the cause of heart health, announces the launch of its World Heart Day campaign urging people to ‘lead an active lifestyle for a healthy heart.’ The campaign aims to educate individuals that a sedentary lifestyle results in an increased risk of heart ailments.

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Commenting on the Saffolalife World Heart Day campaign, Anuradha Aggarwal, chief marketing officer, Marico Limited said, “Saffolalife remains committed to its vision of creating a Heart Healthy India. Various research studies show that a sedentary lifestyle leads to a huge risk of heart problems. We have also seen that while our consumers are becoming more aware of risks to Heart Health, they continue to lead sedentary lives. Hence, on the occasion of World Heart Day this year, the Saffolalife campaign inspires consumers to ‘Stand Up’ and stay active for a healthy heart. By highlighting that people can integrate simple yet impactful ways of staying active in their everyday lifestyle, we aim to make the pursuit of heart health a sustainable part of our consumers’ life.”

Adopting an integrated media approach, the campaign plans to leverage the digital platform to boost its messaging, keeping in mind that the brand is encouraging consumers to look at fitness and heart health in a new manner.

Pradyumna Chauhan, NCD, McCann Worldgroup, India says, “These days it seems fashionable to be health conscious, but is our lifestyle really heart healthy? We spend hours together every day sitting – in meetings, in a car, on the couch and more. Sitting is the new smoking, say experts. This World Heart Day, we decided to take on this “sedentary lifestyle” and inspire consumers to adopt active ways of living to stay Heart Healthy. We have coined the creative expression #StandUpforYourHeart and through our campaign, Saffolalife aims to encourage consumers to find easy and effective ways to make Active choices within their current lifestyle.”